Brands
are increasingly embedding their products within music videos in their
advertising; this creates an ease of targeting their audience. Products
placed in music videos never disappear, as long as the video exists, so
does the advertising campaign. This solidity is different from other
ads which may be played before or after the music video, this is because
(especially if the music video is a hit) the video is most likely to be
played more than a single advert (imprinting the product in the
audience mind). Music
videos are particularly influential among younger audience, therefore
brands which are longing to 'woo' 18-25 year olds demographics, are
taking full advantage of this.
A quote I learnt, which to me I believes sums up advertisments embedded within music video:
"Product placement promotes consumer identification, interaction and conversation around a brand"
Diet Coke, Sony, Dating Site (Plenty of Fish) and Wonder Bread are just some of the brands that play the latest leading roles in a selection of music videos, and according to PQ Media, the trends are set to grow rapidly, bringing high returns on investment for brand owners.
Britney Spears' video for her hit single 'Hold it Against Me' featured Plenty of Fish, Make Up For Ever, Radiance (Perfume by Britney Spears) and Sony.
Lady Gaga's video for 'Telephone' presented viewers with the Virgin Mobile and of course the legendary hairstyle, Diet Coke - aka the eccentric pop star's 'hair rollers'
According to a report released last week by PQ Media, the money spent on product placement in recorded music grew 8 percent in 2009 compared with the year before, while overall paid product placement declined 2.8 percent, to $3.6 billion (£2,493,247.45). Patrick Quinn, chief executive of PQ Media, said that revenue from product placement in music videos totaled $15 million (£9360660) to $20 million (£12480880) last year, more than double the amount in 2000, and he expected that to grow again this year. For years, the opportunities for product placement in music videos were limited. MTV was the dominant outlet for videos, and its
policy prohibited blatant plugs in videos, so the network would often
blur brand labels or ask for a new version without the placement. However there are a few occasions when music channels (MTV, Kiss) do not blur out blatant plugs in videos.
This is our own attempt to add promotion to our video:
There are
many convention commonly used in pop videos, in the video below is the
video Katy Perry - Last Friday, I have used this video to show the
conventions.
Upbeat -
Instantly as you play the video you can hear the upbeat song. Pop genre
songs majority of the time are upbeat with a fast pace.
Bright Colours -
Also as you can see there is a use of bright colours. Pop videos to
mimic the pace of the beat (exciting, fast, up-tempo) use retro, bright,
block colours to create that fun, party atmosphere. In this music video
the colour hot pink, yellow, purple etc. are use continuously
throughout the video.
Locations -
Location based on the lyrics is usually party/club scene, as the
intention of pop music is to generally be played in clubs or at party.
Likewise in this music video the location used is in a house to create a
house party.
Costume -
Pop genre similar to hip hop videos always have a variety of costumes.
For example in this music Katy Perry costumes changes from a dungaree
with a turtle neck, to a bodycon skirt and crop top. There is also a
part in the music video where she is wearing a long medieval gown.
Instruments -
Unlike rock/indie music videos you tend not to see instruments in the
music video for example Ke$ha - Tik Tok, however nowadays pop music
videos do not always tend to stick to that convention; Katy Perry - Last
Friday Night, is a great example as there is a saxophone solo
performance in the music video.
Dance Sequences -
Pop videos tend to have a dance sequence in their music videos, this
usually to encourage the audience to dance, as well as making the music
video more entertaining.
Heavy Metal Music Videos
Similar to
Pop videos there are conventions which are used repetitively used in
metal music videos. I have decided to use the music video 'Psychosocial'
by Slipknot to highlight these examples.
Dark Lighting/Setting-
Heavy metal music videos always have a sinister atmosphere to it. As
you can see in the Slipnot video, the lighting is very dark, there is
fire in many of the shorts giving it that 'hellish' setting.
Performance Based - Majority
if not all metal music videos are performance based. Slipknot music
video is a beautiful example. As you can see all instruments used to
create the song is shown in the video; the band is performing.
Costume -
The costume is clothing is always dark to fit the theme of the video,
black is prominently used in their attire. In the case of this music
video not only are their attire black but they are also wearing scary
looking mask.
Fast Pace- Heavy metal songs are always fast pace, electric guitars are constantly used to usually get the audience adrenaline 'pumping'.
Camera Angle - Camera angles are always shaky, to mimic the chaotic setting as well as the fast pace of the song.
Hip Hop Music Videos
All Hip Hop
music videos all share similar conventions. Using Trey Songz ft T.I - 2
Reason, I will underline the similar conventions used.
Props/Location-
Similar to pop videos nowadays hiphop songs are situated in a club or a
house party. Although they are also some hip hop music videos which are
located in a expensive house. The theme of wealth is prominently shown
through hip hop music videos, therefore props such as expensive cars,
expensive alcohol even literal money is shown. For example in Trey Songz
music videos, it is in a club, there is expensive alcohol everywhere,
along with many beautiful girls.
Costume - To
follow the theme of wealth prominently shown in hip hop music videos.
The attire that the artist wear are usually very expensive, which not
only makes them look wealthy but promotes the clothing line.
Promotions -
Hip Hop videos love to promote products in their videos, from perfumes,
clothing to cars and alcohol. As you can clearly see in this music
video the expensive drink is Grey goose is promoted as well as french
drink.
As part of research, I've have looked the research of Andrew Goodwin's 'Dancing in the Distraction. It shows the forms and conventions of music videos. I feel that this will help me understand how a music video work and eventually allow me to gain enough understanding to put into my own music video.
"Firstly he says music videos are there to encourage the sales of the music track and designed to accompany it."
For example, artists would usually release the video weeks before the release of the song. This allows the video to be shown on channels, and for the public to get used to it and be interested in the track. For example, the video for 'Stan' by Eminem was made between the release date shown and when it was released this allows the consumer to get used to the song and decide whether they want to actually to buy it and gain more fans.
The difference in the release date to the original recording date gives the video time to promote the song to the public
Secondly, he talks about the relationship between the song and the video.
"There is a relationship between the lyrics and the visual, illustrating, amplify or contradict."
This allows videos to showcase the lyrics and interpret them individually, depending on the artist themselves. This also allows the audience to see the artist thoughts and feelings when they were perhaps writing or recording the music.
The video 'Black or White' by Michael Jackson showcase the lyrics and the message of the song perfect by creating a montage or black and white coming together as one.
"There is also a relationship between the music and the visuals, also illustrating, amplify or contradict."
This also can allow people to see an artist feelings and the direction of there their music is going. Sometimes this can add to someones star status, making their personalities to be seen as either wild and daring or humanitarian and caring.
Thirdly, he shows how each genre has a stereotypical look.
"Particular music genres have their own music video style and iconography, such as stage performance - rock."This is so the stereotypical attributes of the genre and its history are commonly shown. It also allows the viewer to be familiar with up and coming artist who want to be recognized in a specific genre.
A pop video is usually narrative containing bright and bold backgrounds
A rock video usually is performance based contain a dark and dingy setting. there are usually a showcase of the instruments used in the song.
A rap video usually contains the performance within the narrative.
He continues to say that the "Record company has their own demand on the part to have close ups of the artist, encouraging knowledge of the artist."
"The artist may develop their own style, in and out on their own videos, which over time represents their star status."
Many artist try to generate star status to stand out among others and to generate more hype and buzz about them and later fans. Artists such as Lady Gaga and Chris Brown generate popularity by what people expect by their image and typical behaviour and visuals and their music videos.
Andrew also explains the gaze of men in music videos and the links made between different medium to cross promote.
"There is to be reference to voyeurism, particularity in treatment to women but also in terms of systems of looking (screens within screens)."
This is often seen as the common reference to sexuality content in a video. sometimes artists can use their sexual nature as part of their star status. E.g. Rihanna.
This is a term commonly seen in the rap/R'n'B genre by making the amount of women you can attract affect your popularity. This often feds into the ego of the artist and the respect among their peers. They also use women to show a lot of the slower ballads when trying to serenade or flatter a woman.
"There is inter textual references to other artists videos and films."
This is often used when a song is taken by a soundtrack of an up coming film and the artist is seen to promote and gain individually for themselves. For example, many soundtracks also give credit to the artist and also release it separately.
The song 'Hero' by Nickelback shows extracts from the film spiderman ;promoting both the film and the band.
In addition to this, Andrew Goodwin examines the lyrics
"To tend to help feeling, mood and subject matter rather than offering a coherent meaning."
This can also indicate a theme that may be used for the album and can be seen to continue sometimes in sequel videos. This is also an example that was used during the Black and White music video by Michael Jackson. "I'm gonna let myself get absolutely soaking wet." Geri Halliwell says this as she gets wet from the rain falling from the sky. She then break into dance along with her dancers, who have been dancing all day sense her audition.
"Key lines may play a part in the visual but rarely will a music video illustrate full on."
The ending of the video shows Geri and co dancing in the rain.
Tempo
"A music video tends to make use of the tempo of the track, driving the editing. (cuts for fast editing, whereas ballads use more cross dissolves)"
This is often to make the rhythm of the song become quicker or slower.
"May emphasize particular sounds from the track by foregrounding instruments such as the guitar, keyboard or drum solo."
This is often seen in the rock or indie genre, where live instruments and performance is important.
For example, Nickelback's song lullaby where close ups of the instruments are repeatedly shown through guitar and piano shots.
Genre
"Some but not all music channels, focus on a music genre"
This allow music lovers to gain access to their specific genre constantly, by having a channels dedicated to their favourite music.
Judging by the genre of music I listen to the channels most appropriate for me would be BET and Channel U, rather than Indie Music 411.
This collection of channels shows the variety of music of which it hosts and the colour schemes.
"A range of of distinct features may characterise a genre."
Camerawork
"As with any moving image text, how the camera is used and now images are sequenced is has a significant meaning of movement."
"It may accompany the movement of performances (walking and dancing)."
"But may be used to create a more dynamic feel to the audience."
"The close up predominates, because they want to create a sense of intimacy for the viewer, emphasises half the commodity on sale."
This close up shows an introduction to the artist, NE YO before he starts to sing.
This shows an tracking establishing shot to the start of the dance sequence, introducing their audiences to the dance number.
This screen shot shows the artist close up during the dance sequence, this is common in music video showcasing the the audience their ability in both singing and dancing.
They add in mid shot and and establishing shot with the close ups to broadcast the dance routine as well as the song.
Editing
"The most common piece of editing is fast cut montage , rending most of the image impossible to grasp on the first view to engage multiple viewing."
"Some use less cuts, such as rock videos and gentle transitions, like ballads to show mood."
